Using eDigitalResearch’s multi-language survey tool, Just Eat is launching an international research programme across 13 countries surveying customers about where and when they had previously heard of the company. 

The answers are fed into the same data pool and translated automatically by country, allowing Just Eat to assess performance by country, brand or region as well as understanding the influence of both its online and offline marketing channels. 

Just Eat international marketing manager Harry Irby said: “It makes sense to incorporate survey data within your marketing mix modelling process. By adding this data into the greater pool we are better able to understand the salience of all our marketing materials. It provides a better idea of what has resonated with the customer, something that clicks or interaction data doesn’t necessarily reveal.”